Moms are definitely that someone special in our lives. Consumers are expected to spend $33.5 billion this year for Mother’s Day, according to the National Retail Federation and Prosper Insights & Analytics. That’s the second-highest figure in the survey’s history after last year’s $35.7 billion.
On average, those celebrating plan to spend $253.04 on Mother’s Day gifts and celebrations, down from last year’s $274.02 per person. The most popular gifts are flowers (74%), greeting cards (74%) and special outings such as dinner or brunch (59%). Still, 48% of consumers say they will look for items that are unique or different and 43% say they will look for items that create a special memory.
“Even though consumers continue to gravitate toward classic Mother’s Day gifts like flowers and greeting cards, almost one-third plan to give a gift of experience this year,” Prosper Executive Vice President of Strategy Phil Rist said in a release. “Consumers also plan to spend more on special outings than they have in the past.”
With all of that money and intention out there, it should come as no surprise that brands are launching campaigns and products to grab consumers’ attention. Some of those efforts are in the traditional areas (retail, flowers, flowers), while others might come as a bit of a surprise (sanitary pads). Here’s a look at a few of them:
Walmart+
Walmart+’s “Mother of All Savings Memberships” campaign is back for another year with an interactive twist. Building on last year’s celebrity “mom hacks” content, this year’s effort features a lineup of celebrity moms – including Paris Hilton, Whitney Cummings and Aislinn Derbez – sharing parenting advice via Walmart’s TikTok.
“Our idea behind ‘Moms Answer Moms’ is rooted in the insight that moms often seek advice from other moms,” said David Hartman, vice president of creative, Walmart. “We’re excited to offer an interactive forum via our Walmart TikTok where moms can get genuine tips and advice from influential celebrity moms, and to show how Walmart+, the ‘Mother of All Savings Memberships’, can be a tool to make their lives easier.”
Dunkin
Dunkin’, meanwhile, is offering triple points on half-dozen or dozen donut orders and 25 or 50-count Munchkins orders. The company is also offering a limited-edition line of themed bumper stickers with mom-appropriate quotes on its ShopDunkin.com online retail site in the week-long runup to Mother’s Day. (For those who want to go a decidedly different route, White Castle is offering 20% off any order on May 12.)
Jimmy Johns
Not to be outdone, Jimmy John’s is taking the occasion to launch a new Jimmy Pickle Bloody Mary Mix in partnership with Zing Zang. For Mother’s Day, consumers can order a “Brunch in a Cup” kit that includes the mix (based on the sandwich chain’s pickle recipe), a custom glass, a gift card for a Jimmy John’s sandwich and a giant skewer to hold it as garnish.
“Mother’s Day felt like the perfect time to launch our new Bloody Mary mix with Zing Zang, because we all know moms need a break on Mother’s Day,” said Kate Carpenter, director of marketing communications at Jimmy John’s, in a release. “The ‘Brunch in a Cup’ kit is the perfect way to offer our guests, moms and beyond, a unique way to enjoy their cocktail – with a Jimmy John’s sandwich and pickle as the mother of all garnishes.”
Teleflora
Flower delivery service Teleflora celebrates the woman before she was a mom in “MotHER: A Teleflora Love Story.” The film relies on user-generated content to talk about women who were “wide-eyed and wild, ambitious and adventurous, fun and flirty” and all of the things she might have been before having children, and how she still is those things, in addition to being a mother.
“The demands of motherhood can be all-consuming at times, making it challenging to have a sense of personal identity,” said Danielle Mason, vice president of marketing, Teleflora, in a release. “Moms provide around-the-clock, five-star service as a personal chef, chauffeur, stylist, caretaker, and so much more that it’s not uncommon for women to get lost in motherhood and deprioritize themselves. This campaign reminds us to celebrate every magnificent part of Mom – who she is now and the past that shaped HER.”
DoorDash
DoorDash teamed with TikTok personality Allison Kuch and the cast of the “Basement Yard” podcast on a content series that depicted the team interviewing moms about their geographically distant young adult child via video chat, only to be interrupted by said child ringing the doorbell. The campaign, which will run through mid-May, will also include an AR lens that will allow people to connect to their own moms, and ask the same deep and sometimes awkward questions depicted in the videos.
New daily period and pee protection product line for moms launches “Mother’s Night”
to give moms what they really want this Mother’s Day – a night out with friends
Liv by Kotex
Liv by Kotex is also looking to celebrate moms in a different manner, declaring the night before – Saturday, May 11 – as “Mother’s Night.” The brand is encouraging moms to get together, go out and laugh with their friends. If that laughter induces a little pee, the brand’s pads will offer some protection. To encourage the celebration, Liv by Kotex is offering 200 moms $100 each to go out with their friends via an Instagram sweepstakes.
“Moms give so much of themselves every day and at times motherhood can be an unpredictable experience. Products on the market today aren’t made to manage all of moms’ needs in the way Liv by Kotexis specifically designed to,” said Paige Chapman, senior brand manager for Liv by Kotex.
Jergens Skincare
Jergens Skincare is partnering with actress Nicole Ari Parker and jewelry brand Adina Eden on a custom bracelet, inspired by Jergens’ Cherry Almond perfume scent.
Momcozy
If you’re brand is called Momcozy, you probably ought to have some sort of Mother’s Day promotion planned. This year, the brand is bringing to life a “Momcozy Village,” that introduces the idea that it takes a community to raise a mother, in the same way that it does to raise a child. The idea is brought to life in the campaign’s TV commercial, which tells the story of five mothers starting out isolated on their motherhood journey, who then find strength and community by connecting with each other.
